Wine & Social Media.... It's What We Have Been Waiting For....

Wine and Social Media
Its What We Have Been Waiting For
James Melndez James the Wine Guy
Metrics at a Glance

Copyright 2011 - James Melendez
US Wine Market
Market Growth Rate v. Core Inflation
20 15
10
Market Incr % core inflation %
19 9
19 9
19 9
19 9
19 9
19 9
19 9
19 9
19 9
20 0
20 0
20 0
20 0
20 0
20 0
20 0
20 0
20 0
-5
-10Melndez James James the Wine Guy

20 0
20 1
US Wine Market
Total Market (USD B)
$35.0 $30.0 $25.0 $20.0 $15.0 $10.0 $5.0 $0.0

Source: Gomberg-Fredrikson & Associates and Wine Institute
US Wine Market
The Fine Details
California wine accounted for 61% of entire US wine sales ($30 B)*
California accounted for 90% of all US domestic wines produced* Per capita wine consumption US 5 liter* Imagine an increase of .5 liter to 1.0 liter

Source: *Gomberg-Fredrikson & Associates and Wine Institute # Nightly Business Report PBS
Wine: An Ocean of Opportunity

Wine Consumers More choice Wine regions Varietals Blends

Wine: Ocean of Opportunity

More messages
Retailers Traditional Wine Authorities Well known wine personalities: Jancis Robinson, Robert Parker Social media personalities: Gary Varneychuck Traditional Media Wine content providers Wall Street Journal, Wine Spectator, Syndicated media and broadcast programming New Media content providers Social Media Twitter, Facebook, YouTube d. Bloggers e. Virtual tastings f. Apps (Apple, Android) g. Wine sites - Snooth, Wine Enthusiast


More activation

A wine culture being born More wine bars Better wine list Greater wine assortments Experimentation Increased Wine events Self-organized wine tastings Consumer preferences and demands being heard Consumers are more willing to try new varietals and regions.

More Marketing Efforts
Established wine regions Wines of Chile Wines of Spain Wines of Portugal Austria Uncorked Wine clubs Advertising Couponing

Wine Prescribors Whos talking
Everyone is talking online about wine Twitter, Facebook, YouTube Wine curious individuals Wine enthusiasts Wine bloggers Wine producers Wine marketing trade organizations PR firms Well known personalities Wine media sites
Wine and social media
+

The Social Media Quad Facebook, Twitter, YouTube, Blog Leverage your site Utilize, Engage and be ACTIVE Create and execute a social media campaign Lessons Learned Murphy Goode A Really Goode Job campaign Cooperative v. Competitive Social Media Community engagement Social Media Campaign Captivate, Engagement, Cooperation James Melndez
James the Wine Guy
Mainline Social Media

Social Media Type Feature 140 Character Update Video Photo Status Update Relationship Follower Following Friend
Twitter
Open
Facebook
Semi-open
YouTube
Open
Video
Friend Family Subscriber Subscription Friend
Twitter Study

My Twitter Study
Methodology
Examined last 5,000 followers / followings, friends Reviewed national affiliation State / province affiliation City affiliation Number of followers, following; average followers, following Number of tweets, average number of tweets Reviewed user for their wine, food or overall wine lifestyle identification
Source: James Melendez, James the Wine Guy 2011 Twitter Study
Twitter Connectedness
Nation
Average Follower / Following Rate
Followers AVG 5000 4500 4000 3500 3000 2500 2000 1500 1000 500 0
la n d K U S G er m To an ta y lE n M tr u ie lt s iN at io n s M ex ic ou o th A fr ic a It al ia h ile an a ra lia d ia ce ow n Es p C an Fr an In C n kn A u st ea en ti n a ad U a
Following AVG
Tweets AVG
N ew
A rg
Nation
US Australia UK Canada Italia Espana New Zealand France South Africa Argentina Chile Mexico Germany India
1 2
Ring 1 - Twitter Study Ring 2 - Sysomos

US State
Following
4500 4000 3500 3000 2500 2000 1500 1000 500 0
Source: James Melendez, James the Wine Guy
Followers
Tweets
IL
TX
NY
FL
CA
OR
WA
PA
MA
VA
US States
Follower / Following / Tweet Ratio
Following & Follower Ratio Tweets Ratio
0.30
0.25
0.20
0.15
0.10
0.05
0.00 DC WA Copyright 2011 - James Melendez

Source: James Melendez, James the Wine Guy
CA
OR
CO
NY
NV
IL
TX
AZ
City
Following Followers Tweets
4500 4000 3500 3000 2500 2000 1500 1000 500 0

SA N
N AP A SO N LO O S M A AN G EL ES SE AT TL C E H IC AG O LO N D VA O N N C O U VE TO R R O N TO
O IS C C FR AN N EW
YO
RK
Rioja, Today and Tomorrow

Rioja, First and Foremost

A vision
Top of mind An enduring wine region that fully executes wines of excellence and equally matches to the promise of the social media frontier A heritage wine region that every one must taste

Notes: my copyright (James Melendez 2011) is for all content in this present and the only exception for format of PowerPoint presentation and sponsoring logos. I have given citations for sources of information that reference. My logo is TM 2013.


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Wine and Social Media

Its What We Have Been Waiting For

James Melndez James the Wine Guy

James Melndez James the Wine Guy

Market Incr % core inflation %

-10Melndez James James the Wine Guy

Copyright 2013 - James Melendez

James Melndez James the Wine Guy

Source: Gomberg-Fredrikson & Associates and Wine Institute

James Melndez James the Wine Guy

Wine: An Ocean of Opportunity

James Melndez James the Wine Guy

Wine: Ocean of Opportunity

James Melndez James the Wine Guy

Wine: Ocean of Opportunity

Wine: Ocean of Opportunity

Wine: Ocean of Opportunity

James Melndez James the Wine Guy

Copyright 2011 - James Melendez

Wine and social media

Wine: Ocean of Opportunity

Mainline Social Media

Friend Family Subscriber Subscription Friend

James Melndez James the Wine Guy

James Melndez James the Wine Guy

0.00 DC WA Copyright 2011 - James Melendez

4500 4000 3500 3000 2500 2000 1500 1000 500 0

Copyright 2011 - James Melendez

James Melndez James the Wine Guy

Copyright 2013 - James Melendez

Rioja, Today and Tomorrow

James Melndez James the Wine Guy

Rioja, First and Foremost

James Melndez James the Wine Guy

James Melndez James the Wine Guy

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